Uniting technology, reach, and execution power to bring more sports to fans, federations, and clubs across the Netherlands.
STOCKHOLM, 16 October 2025 – Sportway, the digital content and data management company headquartered in Stockholm and a subsidiary of Sportway Media Group, has announced the acquisition of Eyecons, a Dutch OTT platform hosting a wide range of sports content from both top leagues and lower-tier competitions.
This acquisition creates a strong and unified proposition in the Netherlands. It combines scalable production, AI-driven workflows, and rapid time-to-market capabilities. Together, Sportway and Eyecons will ensure that more sports become structurally visible, with consistent, high-quality coverage for fans, clubs, and rights holders.
Headquarted in Amsterdam, Eyecons will become a subsidiary of Sportway AB while the Eyecons’ OTT platform will continue to host the content from the existing clients ranging from the Tweede Divisie (third tier football league in the Netherlands), the Eredivisie Volleybal (Volleyball), Eredivisie Handbal, Korfbal League, and Eredivisie Waterpolo, among others.
“The Netherlands is a country where sports are present in the community on every level, from the very top level of sports engaging fans all the way via the lower tier senior sports, junior sport and grass root where entire families are engaged in sporting activities. This all creates a perfect opportunity for Sportway to fuel the business already run by Eyecons and to grow this, in close partnership with the local sport organizations, into a state-of-the-art production and distribution vehicle to the benefit of the sporting community, said Jonas Persson, Founder and Chairman, Sportway Media Group
Daniel Franck, CEO of Sportway Media Group: “Eyecons fits perfectly with our international growth ambition. We’re combining our technology and organizational strength with Eyecons’ local brand, relationships, and market knowledge. This enables us to offer a larger, more consistently deployed proposition in the Netherlands, from planning to distribution, so partners can scale faster and make greater impact.”
Karl Breukink, Managing Director of Eyecons: “By becoming part of the Sportway family, we gain the capability to bring more sports to screens faster and better. Think higher coverage,
more continuous programming, and intelligent AI-driven production—delivering more livestreams and personalized content across all levels of sport. For federations and rights holders, this means one clear partner who can scale quickly and guarantee quality delivery. For fans, this translates to richer content offerings, seamless viewing experiences, and broader access to the sports they love.”
Eyecons’ founding team, together with Geoffrey Wouters van den Oudenweijer of House of Sports and Arthur Zuijderwijk of SFG Group, will join the board as non-executive directors to support and oversee the delivery of the group’s strategic objectives in the years ahead.
The focus will be to grow and broaden existing partnerships with sports federations and rights holders as well as establishing new partnerships. This will be done with a strong focus on scalable production, consistent output, and a recognizable fan experience, with the flexibility to provide customized solutions for each sport and competition across all levels of sport.
About Sportway Media Group
Headquarted in Stockholm, Sweden Sportway Media Group lifts the sports experience to new heights. Through its subsidiary companies’ unique expertise, it creates end-to-end solutions that cover highly distinct sport types. The companies forming Sportway Media Group include Sportway, a content and data management company specialized in innovative production and distribution concepts, MyGame, a joint venture with TV2 and Amedia, resulting in Norway’s largest producer of sports broadcasts, Live Arena Sports, a market leading software development team that offers vendor neutral & flexible solutions for online streaming, mobile applications and OTT platforms, and Acticom a fast-growing DOOH network that connects brands with fans through digital advertising in over 130 sport arenas across Sweden.
About Sportway
Sportway is a media and technology company focused on sports content and data management. As part of Sportway Media Group, the company partners with rightsholders to create innovative production concepts and customized distribution strategies that attract large audiences.
Sportway delivers automated and remote productions, live streaming platforms, and media infrastructure management. It produces more than 250,000 hours of live sports each year and operates over 60 direct-to-consumer platforms for more than 50 federations, leagues, and event organizers.
The group also includes MyGame, a leading Norwegian sports streaming platform co-owned with TV 2 Norway and Amedia. Sportway operates in 15 countries and employs around 90 people.
About Eyecons
Eyecons is a Dutch OTT sports platform that partners with national federations, leagues, and rights holders to deliver camera-agnostic livestreams, highlights, and fan engagement tools. Hosting more than 20 top-level competitions across Dutch sports, Eyecons provides federations and clubs with an integrated platform for distribution, marketing, and monetization, enabling them to reach fans and generate new revenue, either through Eyecons or their own branded environments. With a mix of free content, subscriptions, and pay-per-view models, Eyecons connects fans, clubs, and partners across all levels of sport, from national leagues to grassroots initiatives.
Press contact:
Daniel Franck, CEO Sportway Media Group
daniel.franck@sportway.com
Karl Breukink, Managing Director Eyecons
karl.breukink@eyecons.com
